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June 23, 2026 · 11:00 AM ET
Andrew Reutsky, ORCID iD icon Marina Sorokina and Nadya Bel

Automotive Retail Advertising in Crisis:
Effective for Some, Wasteful for Others

Largest paper on the topic uncovers that 68% of industry retail advertising spend lacks a defensible link to actual sales, and by extension, becomes wasted amid economic volatility. More importantly, it advises an operational framework to revolutionize such advertising from speculative bets into a precise lever for dealership liquidity.

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